As a whole, the United States held a firm 87% inbox placement rate, placing it in the top tier of senders on a global scale. On a more granular level, emails geared towards health and beauty topics outperformed other industries with an inbox placement of an astonishing 96%. Other industries that performed well include financial services and direct sales businesses.
Inbox placement can be effected by a number of factors that include message content, domain privacy, sending domain, and IP addresses. Most often, companies send many emails, increasing the likelihood of landing in the spam folder, thus lowering sender scores and hurting IP addresses. Contrary to belief, Google’s Gmail tabs did not have a negative effect on inbox placement. Emails under the new Gmail tab structure are separated according to messaging, increasing relevancy for readers. Businesses saw a 20% read rate when placed in the promotions tab, among the highest in email marketing.
One of the biggest deciders of inbox placement is the quality of recipient emails. Mailing list pundits Exact Data regularly executes a monthly sweep of their data to ensure a higher inbox deliverability rate. Most recently, the company began performing email hygiene procedures more frequently based on the growing popularity of its email marketing programs. Its partnership with XVerify has helped the more recurrent hygiene execution, beginning early this December.
“The findings of Return Path’s 2014 Inbox Placement Report have confirmed the importance of email hygiene for our clients’ benefit. Staying aware of these trends has helped us provide quality data cards and we will continue to do that for our clients,” says CEO Larry Organ.
Exact Data is a Chicago-based marketing technology company with regional offices across the United States. The company's product is data, but their strength is technology. Exact Data leverages its technical expertise to deliver results - connecting clients with their audience through data-driven direct marketing services.
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